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Pernod Ricard poised to unveil new look for Graffigna brand

Published:  18 August, 2008

Pernod Ricard will unveil new packaging for its Graffigna wine brand, which it is investing in heavily in a bid to make it the UK's top selling Argentine wine, next month.

Pernod Ricard will unveil new packaging for its Graffigna wine brand, which it is investing in heavily in a bid to make it the UK's top selling Argentine wine, next month.

The drinks giant, which says it will maximise shelf stand out for Graffigna with clear labelling and bold, simple designs, will reveal the new look for the range at a Wines of Argentina Tasting at Lord's Cricket Ground on September 17. It will also announce a move to screwcap, having already invested $1m (£0.5m) in a screwcap-only bottling line in time for the 2009 vintage.

Pernod Ricard says it will define a new brand positioning for Graffigna and is investing in "various marketing activities", including the development of consumer engagement programmes, in-store activation and work with retail partners to increase visibility in outlets.

Nick Blair, wine director at Pernod Ricard UK, said: "Argentina is now a priority market for us at Pernod Ricard UK and following the restructure of our wine team, we have all the necessary experience and expertise in place to achieve our ambition of Graffigna becoming the UK's number one Argentine wine.

"There has been significant research to inform our strategy for growth and we are confident that with increased consumer interest and understanding of Argentinean wines, this a market in need of a strong brand such as ours to take the lead."

Last week, Harpers magazine exclusively broke the news that Pernod Ricard plans to invest US $10 million (£5.2m) in Graffigna over the next three years, in a bid to make it the number one selling Argentine brand in the UK. In the next 12 months, the San Juan-based winery aims to increase UK sales from 60,000 to 100,000 nine-litre cases. It will launch a Pinot Grigio in Thresher this month and it has also secured a listing for its Pinot Grigio and Malbec in Sainsbury's.

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